Abstract

College student consumers are an increasingly important segment for marketers and scholars, particularly with the advent of online shopping. This research aims at exploring the effect of college students’ decision-making styles on online purchase and return behavior. An online questionnaire survey was conducted on 1100 college students at the University of Central Florida to understand how respondents’ return behavior changed with various scenarios and demographic factors. Analysis shows that scenarios involving late arrivals are the highest drivers of returns, while guilt and post- purchase regrets drove far fewer returns. Statistically significant differences in return behavior were found between demographic groups. Notably, this research identified the conditions under which these patterns in return behavior hold true, uncovering clusters of respondents who behave in characteristically similar or different ways. By understanding the factors that drive college students to return online purchases, companies can more efficiently and profitably serve this growing segment of consumers.

Thesis Completion

2021

Semester

Spring

Thesis Chair

Massiah, Carolyn

Degree

Bachelor of Science (B.S.)

College

College of Business Administration

Department

Marketing

Degree Program

Marketing

Language

English

Access Status

Open Access

Release Date

5-1-2021

Included in

Marketing Commons

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